The ensemble of a grandson of one of the famous Avsenik brothers will help promote the Julian Alps community of Alpine tourism destinations, which generate almost 30% of tourism turnover in Slovenia.

The Sašo Avsenik Ensemble, who play in the popular style invented by the original Avsenik Brothers Ensemble, will promote the beauties of the region and the country's rich musical heritage at concerts at home and abroad.

"Avsenik music has been bringing people together for 71 years, taking Slovenian culture across the borders. We are proud to continue this tradition and to present the beauty of our homeland through our music," said Sašo Avsenik, a grandson of the legendary Slavko Avsenik (1929-2015).

"We believe that music is Slovenia's best ambassador in the world, because it speaks a universal language that everyone understands," he added at the presentation of the project in the Avsenik family's home town of Begunje na Gorenjskem on 14 November.

Avsenik music sings about the splendours of the Gorenjska region, and the Sašo Avsenik Ensemble want to take them closer to a global audience. "We will share the magic of the Julian Alps through melodies and stories and invite people to visit," he said.

The Julian Alps will also feature on the van the ensemble travel millions of kilometres with, mainly in Austria and Germany.

Tourism is not just nature and tourist services, it is also culture, Blaž Veber, head of the Bled tourism board, said. "The best promoters are the people who live and work here, such as athletes, musicians and innovative chefs."

Klemen Langus, the head of the Julian Alps community and head of Tourism Bohinj, said the agreement with the ensemble involves multi-year cooperation on concert stages and joint promotion and advertising campaigns, including videos from the Juliana Trail.

Arguably the most popular Slovenian band of all times globally, the Avsenik Brothers Ensemble were founded by brothers Slavko Avsenik and Vilko Avsenik in 1953 and continued to perform until 1990. They invented a style known as Oberkreiner.

The ensemble performed all over the world and were hugely popular in particular in the German-speaking countries.

Slavko composed and his brother arranged more than 1,000 songs, including classics such as Na Golici, or Trompetenecho in German, a polka instrumental that is believed to be the most played instrumental tune in the world.